Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Gardening in Spain

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Executive Summary

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PROSPECTS

Green space is shrinking

In 2017 there was a small improvement in gardening sales compared with 2016 thanks to the good performance of gardening equipment, in particular lawn mowers. Nevertheless, according to Euromonitor International data, Spain has the lowest number of persons per household amongst the five biggest European economies in Western Europe.

The robotic lawn mowers category gains momentum

Lawn mowers registered the fastest growth in 2017 thanks to the robotic format. Despite the fact that robotic lawn mowers have been present in the market for more than 10 years, they are still seen as novelties thanks to large improvements in technology.

Organic formulations drive garden care demand

In 2017, garden care maintained the upward trend already registered over the review period. The main factor in growth was organic products.

COMPETITIVE LANDSCAPE

Competition remains strong

The gardening competitive landscape has a large number of players, which specialise in different categories. Ikea Ibérica SA held the largest value share overall in 2017.

Innovations focus on small sizes

To face the increasing demand for urban gardening products, in 2017 the manufacturer Gardena introduced in Spain its city gardening range. Its main product is The Balcony Box, which includes basic equipment for balcony gardeners.

Spaniards are looking for tools that facilitate gardening

The fastest value sales growth is being generated by gardening equipment manufacturers such as Husqvarna España, BSH Electrodomésticos España and Greens Power Products SL. Their strong growth reflects the increasing consumer interest in gardening power tools and gardening hand tools that facilitate and accelerate work in gardens, terraces and balconies.

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Home and Garden in Spain - Industry Overview

EXECUTIVE SUMMARY

The dynamism of the housing market fosters home and garden sales

Millennials drive demand upwards

Chain stores gain in presence

The online revolution is taking off

Growth is here to stay

MARKET DATA

Table 8 Sales of Home and Garden by Category: Value 2012-2017Table 9 Sales of Home and Garden by Category: % Value Growth 2012-2017Table 10 NBO Company Shares of Home and Garden: % Value 2013-2017Table 11 LBN Brand Shares of Home and Garden: % Value 2014-2017Table 12 Distribution of Home and Garden by Format: % Value 2012-2017Table 13 Forecast Sales of Home and Garden by Category: Value 2017-2022Table 14 Forecast Sales of Home and Garden by Category: % Value Growth 2017-2022